A next-generation attraction featuring an immersive, interactive journey built to entertain families for years.

Hershey’s Chocolate World celebrated their 50th anniversary with the opening of a brand new attraction, bringing to life their portfolio of confection brands for the first time. This regional entertainment and tourism destination provides a peek behind the curtain into the making and enjoyment of their many tasty treats.

For the concept and design phases, I shepherded the creative development with my eye focused on brand communication and impactful experience strategy. In support of my creative and design teams, I developed foundational brand research, audience insights, and narrative frameworks to guide creative ideation, story development, and experience design.

In collaboration with the Hershey team, we devised an interactive, immersive show that would be resonant with regional audiences while providing a rich experience of both candy-making and each unique brand – and accounting for operational requirements. For both the pre-show environments and engagements as well as the immersive film, we developed all necessary concept art, scripts, designs, and design documentation. As program lead, I ensured brand authenticity, buildability, and, most of all, exceptional guest experience for the completed design.

The attraction opened May 19, 2023 at Hershey’s Chocolate World. It currently boasts the highest Net Promoter Score among their six main attractions.

Attraction Website
Behind the Scenes: The Making of Hershey’s Great Candy Expedition